Word: bourbonized
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Dates: during 1950-1959
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Behind the institute was its founder and sole member so far, Schenley Industries, whose President Lewis S. Rosenstiel has even more urgent feelings about bourbon than did the Rev. Garrard. Schenley reportedly holds 60% to 70% of all the old whisky in the U.S. (most of it bourbon), mainly because it over-stockpiled during the Korean war on the mistaken theory that a shortage was in store...
Hammerhead. Trouble is that bourbon faces sharp competition in the battle of straight whiskies against blends, which took over the wartime market. Drinkers acquired a preference for the milder blends against the headhammering effect of 100-proof straight bourbon. To recoup, ; distillers have been lightening bourbon toward the minimum allowable 80 proof, which also cuts the excise tax and lowers retail prices. Such leading brands as Schenley's I.W. Harper, National Distillers' Old Crow and Old Grand-Dad, now come in 86 proof, one reason for the rise of straight whiskies from 9% of the total market...
Whiskey Americain. Rosenstiel is not only betting on lighter, milder bourbon to take 50% of the U.S. market for domestic whisky this year, but hopes to sell it heavily abroad where bourbon is more foreign than vodka is to Americans. Musing over possible results, the trade magazine Advertising Age printed an imaginary dialogue in a Paris bistro...
...Avez-vous du bourbon? . . . C'est un whiskey americain...
...avez-vous jamais en-tendu parler du Bourbon Institute...